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HDI - Hunter Dickinson Inc 2011 REBRAND 100 > notable

Enterprise Rebrand
Country Base: Canada
Industry/Sector/Keywords: Energy and Utilities, Industrial/Manufacturing, Mining, Management Consultants
Below: Before and After Images in Slide Show, Summary, Credits


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Summary:

Industry Setting
Hunter Dickinson Inc. is a recognized leader in the global mining industry, known for successfully acquiring, developing, and servicing public and private mining properties around the world.

Challenge
Hunter Dickinson operates as an umbrella company with interests in a multitude of mines around the world - all of which have independent brand names, resulting in an identity crisis both internally and externally. Projected growth and internal strategic planning resulted in the desire to better align and package this breadth of interest while maintaining the parent brand’s incredibly well-respected reputation.

Strategy
• Gap Analysis and Strategic Planning resulted in the distillation and re-communication of the brand’s story to resolve the identity crisis and ensure brand equity is bolstered and maintained.
• Create a consistent and tightly aligned brand hierarchy that champions the sub-brands by fully capitalizing on parent brand name recognition.
• Leverage the rebranding as an opportunity to re-package the company’s environmental sustainability and corporate social responsibility story, reaffirming the brand’s position as an innovative and responsible industry leader.

Result
A new look was created for the brand, incorporating the research findings and new brand attributes with a slight nod to its storied past. Internal stakeholder alignment initiatives were implemented with great acceptance, and a complete international roll-out is currently in progress.


Credits:

Client: Hunter Dickinson Inc - www.hdimining.com
Executive Vice President, Communications & Public Affairs: Sean Magee

Brand Strategists/Designers: Cossette - www.cossette.com
Creative Director/Managing Partner: Nick Richards
Designers: David Keeler, Andrew MacPhee
Brand Strategy: Noemie Bessette, Thomas Shum
Director of Production: Denise Carefoot
Production Artist: Calvin Porter


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